Marketing to Avatars: the Impact of Virtual Embodiment on Consumer Self-Concept and Behavior

Haiyang Yang, INSEAD, Singapore
Amitava Chattopadhyay, INSEAD, Singapore
In 3D-virtual-world based experiments, we found that participants formed self-conceptions that were consistent with the image their avatars projected, which significantly influenced participants’ product evaluations. These effects were moderated by the extent to which participants identified with their avatars, and the embodiment experience influenced behavior through a predominantly unconscious process.
[ to cite ]:
Haiyang Yang and Amitava Chattopadhyay (2011) ,"Marketing to Avatars: the Impact of Virtual Embodiment on Consumer Self-Concept and Behavior", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.